Identity-Based Brand Management: Fundamentals-Strategy-Implementation-Controlling

Identity-Based Brand Management: Fundamentals-Strategy-Implementation-Controlling

Paperback(1st ed. 2017)

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Overview

This textbook provides a theoretically based and comprehensive overview of the identity-based brand management. The focus is on the design of brand identity as the internal side of a brand and the resulting external brand image amongst buyers and other external audiences. The authors show that the concept of identity-based brand management has proven to be the most efficient management model to make brands a success. Numerous illustrative practicable examples demonstrate its applicability.

The content

- Foundation of identity-based brand management

- The concept of identity-based brand management

- Strategic brand management

- Operational brand management

- Identity-based brand controlling

- Identity-based trademark protection

- International identity-based brand management

Product Details

ISBN-13: 9783658135607
Publisher: Springer Fachmedien Wiesbaden
Publication date: 04/25/2017
Edition description: 1st ed. 2017
Pages: 316
Product dimensions: 6.61(w) x 9.45(h) x (d)

About the Author

Prof. Dr. Christoph Burmann is the holder of the Chair of Innovative Brand Management (LiM) at the University of Bremen/Germany.

Dr. Nicola Riley is post-doc at the Chair of Innovative Brand Management (LiM) at the University of Bremen/Germany.

Dr. Tilo Halaszovich is post-doc at the Chair of International Management and Governance (IMG) at the University of Bremen/Germany.

Dr. Michael Schade is post-doc at the Chair of Innovative Brand Management (LiM) at the University of Bremen/Germany.



Table of Contents

The foundation of identity-based brand management.- The concept of identity-based brand management.- Strategic brand management.- Operational brand management.- Identity-based brand controlling.- Identity-based trademark protection.- International identity-based brand management.

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